This document contains a term paper analyzing the structure, appeals, and executional framework of a Vaseline petroleum jelly advertisement. The paper defines the five major parts of an advertisement structure - headline, sub-headline, amplification/body, proof of claim, and call to action. It then analyzes the music and emotion appeals used in the Vaseline ad. Finally, it discusses how the ad uses a slice-of-life executional framework to depict a problem faced by rickshaw pullers and positions Vaseline as the solution.

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Integrated Marketing Communication (IMC)
Term Paper On
“A Comprehensive Study on Vaseline;
Structure, Appeals & Executional Framework”
Presented To,
Barata Chatterjee
Associate Professor
Faculty of Business Administration
Jahangirnagar University
Presented By,
Md Asaduzzaman
ID; 20181077. EMBA
Faculty of Business Administration
Jahangirnagar University
Date of Submission; 2nd August, 2019

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1. Structure of an Advertisement (Vaseline Petroleum Jelly)
Whether you are advertising an event, new product or a service, creating an ad can help you
inform, persuade and even remind current and potential customers about your brand.
Advertising ads are placed in television, newspapers, magazines and even on websites, specially
the social sites. Regardless of where you place you advertisement, successful ads contain five
major parts including.
A. Headline
B. Sub-Headline
C. Amplification/Body
D. Proof of claim &
E. Action to take
As we worked on Vaseline Petroleum Jelly advertisement now we will try to define all the parts
of advertisement structure accordingly.
A. Headline
The headline is a major aspect of an advertising ad. It often appears at the top or in the middle
for printed media so that it immediately attracts attention from potential customers but in case
of audio-visual media it could be shown anywhere during the duration. Headlines contain a few
words of text and they should be direct and to the point so as not to overwhelm readers. Your
headline should make a promise to the reader, stating what they’ll discover if they continue to
read or to watching the rest of the advertisement. The headline and its promise should address
a concern, problem or interest your consumers have.

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If we take a look on the advertisement then it will easily attract our attention and that is the
promise (ত্বক সুস্থ করার শক্তি( close to the product brand name. This headline made a promise to
the reader as well as it address a concern, problem or interest for its consumers.
B. Sub-Headline
In this advertisement creative team did not involve any sub headline. because from the theoritical
knowledge we all know that sub-headline is not must to have whereas if creative team want they
can ommit this. However a sub-headline generally appears directly under the headline. The text
is typically smaller and it gives more insight into the product you are selling, while further
outlining why the customer should care enough to keep reading. The sub-headline can be the
length of a sentence.
C. Amplification/Body
Our potential customers want to know how their lives may improve if they use the product we
are promoting. For this reason, it is important to turn our product features into benefits. If we
are selling a healthcare product then one feature is protection skin from external circumstance,
so a benefit might be that consumer spend time on healthcare and they got protection as well.

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during this tv commercial (https://www.youtube.com/watch?v=5-VL_4ioN-c) we watched,
 A very common senerio of a ricksha puller life in different season and in different
aspects including they dont get any selftime, have to do hardworking, in summer
they got very tired and sometimes they got injured to make his customer happy.
even in rainy season they have to work wet in the rain. And this is the never
ending process.
 Though they try to serve us all the time but they also need health safety in every
season.
 Vaseline introduce a winter campaign to make smile on the face of this
community.
 Vaseline invites there target custome to add this campaign and to spread out the
strength to make healthy the skin.

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D. Proof of Claim
in this part company or brand try to provide the approvals, warranties, testimonies,
supports, unique selling claims or there mother brand name & logo as well.
In this advertisement we found that creatives wants us to see two things including
 Product brand name &
 Mother brand name.
E. Action to Take
Get the potential customers to act on our offer by including a call-to-action. The call-to-action
typically appears at the end of an advertisement and is used to add a sense of urgency. It should
instruct customers what steps they should take to purchase your item or sign up with a service
through your company. We can ask customers to visit our website, call to book an appointment
or drop by company location.

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2. Advertisement Appeals that applied on Vaseline Petroleum Jelly
Regardless of what product or service we’re marketing, it’s vital to understand our audience and
we have to clearly understand what motivates them well. The following two appeals are Vaseline
used to reach their target audience and persuade them to buy. these two are including, a. Music
appeal & b. Emotion
A. Music Appeal
Music is a great way for brands to get noticed and make an audience remember their products.
In addition, musical appeals can bring up positive memories whenever someone hears a catchy
tune in an ad, which goes a long way toward making them feel good about the product being
presented.
In this commercial creatives team introduce a heart touching musical tune that knock at our
emotional level and also compose a jingle which is যতন কইরা আমারর লইয়া যায়রর ছু ইটা যায়। The
combination of both of these music and jingle made this advertisement very effective and
attractive to the target audience to make a position on consumers mind.
B. Emotion Appeal
Emotional appeals are designed to make an audience associate positive feelings with your brand.
most of the creatives consoder this emotional appeal as the key to developing brand loyalty
because emotional appeals reach to the more creative side of our brain. These appeals generally
focus on
 Trust
 Joy/Happiness
 Protection Love &
 Loyalty
Which we can leverage through the use of powerful music and imagery as Vaseline already did
on this commercial. if we made an elaboration of these focusing criteria then we may get an clear
idea about the appeals.

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 Trust
By this headline Vaseline made a promise to its target audience to improve consumers skin
condition and to protect from the outer environment. As it is a brand promise so it should be
done in such a way that might create trust among the target customers which is done by vasiline
very welly.
 Joy/Happiness
Brands want to be associated with smiling, laughing, happy customers, and positivity has been
shown to increase sharing and engagement. A study in 2010 of the most-emailed New York
Times articles found that emotional articles were shared more often, and positive posts were
shared more than negative ones.
When the volunteer are providing the sample of vaseline to the community of ricksha puller then
creative team succesfully shown the happiness and joy on the face of that community people
which is the key element to attract audience by using emotional appeal.

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 Protection Love
Customers always search a common things in all of the brands and that is what the core value
they get from the brand. In this stage we think vaseline choose a absulately right point to knock
because they tried to make there audience understand that vaseline’s consumers are always in
priority and vaseline care about there customers.
 Loyalty
What brings customers to you and keeps them coming back? A connection. Something they saw
in you that made them want to not only purchase your product or service but to invest in you.
To make an emotional connection with your audience you need to showcase your brand's
personality and show the loyalty of your company. Emotional advertising is all about evoking
emotion from your audience. It focuses on some core emotions to make people take notice and
remember you.

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3. Executional Framework that applied on Vaseline
An executional framework defines how the ad is structured. Executional frameworks get your
interest, create the desire for the good or service, and motivate you to purchase it. in another
way we can say this as the manner in which an ad appeal is presented. The ad appeal is like the
script of a movie (comedy, drama, action); whereas executional framework is the plot of the
movie.
In our selected advertisement creative team use Slice-of-Life framwork to made this tv
commercial as well.

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 Slice-of-Life Framwork
Slice-of-Life Advertising is an advertising technique in which a real life problem is shown in a
dramatic presentation and the product advertised represents the solution to the problem.
Slice-of-Life Advertising is made up of four components.
 First, you have to encounter the situation.
 Secondly, we’ve got a problem.
 We then move to an interaction, the third stage.
 Last, but certainly not least, we have the solution to offer.
You’ve just then witnessed a real life, heart-warming commercial, and will hopefully be buying
that item on your next trip to the store.
Now if we made an analysis of our selected advertisement then we will got the below.
A. The Encounter
A typical slice of life commercial could start with some ricksha puller works in different weather
and the role to express there feelings in different calaimatic condition as well.

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B. Face the Problem
Working on different weather people face different types of skin problems, including cold hot
and wet, even during hardworking sometime they get injured on skin.
C. Interection
Vaseline take some steps to distribute some petrolium jelly to those deprived people by some of
the volunteer who are identatical in the pictures.

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D. Solution
The commercial ends with the smile of that target community and finished with a short message
which is
So whenever any problems on skin use Vaseline Petroleum Jelly to ensure your healthy skin care.